Dedicated to students in communication, ads-to-go is a new concept of blog dealing with digital campaigns from different markets: fashion, cosmetics, food, sport and technology.
Impossible to cross next to the movie of the campaign Dior Addict in less of course to have already consumed it.
The House presents its juice in a beautiful hysteric energy, and it did not skimp on doses. In the music, Die Antwoord, group of rap South African trash, and in the realization very delirious and debated American film-maker Harmony Korine.
The fusion gives an explosive cocktail terribly gliding that we savor finally after three weeks of teasing. Besides being hallucinogenic the effect is innovative. Because in this universe which pushes the limits of the reality, to begin with certain advertising codes of the perfume, the dream seems possible. And it is all the magic of this transgressive spot, (in spite of some long slow motions and the dose of superficial there, without which Dior would not be!). A beautiful positive, impertinent and lively charge, exactly as we wanted it.
This waking dream is so described by the director in an interview published in M the Magazine:" It is about the course of a young woman in another dimension(size), through images and colors. A very referenced parallel world. Every segment of the movie changes radically decoration with colors moving on a jerky rhythm. As a result, every image has a very strong energy load. I wanted that we smell textures, that we are plunged into a waking dream, into an internal world of this singular young woman. And then there is a music of my South African friends Die Antwoord, which adds a hypnotic and very sharp touch. "
CONCEPT
A total dumping in the universe of the fragrance by proposing an experience multi device. A little website proposes us of connected our mobile phone thanks to a code available on a mobile site. The made connection, here we are immersed as "Alice in Wonderland" in Dior Addict's world. Our telephone is transformed joystick and allows us to navigate through the site. Every page reveals secrets of shooting, the story of the fragrance, the possibility of buying the product and a registration form to harvest addresses of option.
Kassius,
the communication agency has which we owe the experience Issey
Miyake, does it again this year with Jean-Paul Gaulthier and create
the digital experience experiment dedicated to the Valentine's
Day.
It is not the first one for the brand. In 2012, Jean Paul
Gaultier how taught us to kiss French-style with “The art of French
Kiss”: in full mouth or half-heartedly, the Internet users were
invited to post a video personalized by their representations of the
kiss to declare their flame.
On the site, perfumes Jean Paul
Gaultier teach, each in their own way, the art of the French-style
kiss. The brand so proposes an original way of rediscovering and of
playing with its range of perfumes, by testing the power of seduction
of each of the fragrances.
On
the site, the Internet user discovers, for every perfume of the
creator, the kiss which is associated with him and selects the way of
kissing which tries he most. He chooses then the person to whom he
wishes to steal a kiss via Facebook Connect, or by registering simply
his first name and by indicating if it is about a man or about a
woman. A personalized video is generated then immediately with the
name of the Internet user and that of the elected representative of
its heart. The video can be then shared on Facebook, on Twitter or by
e-mail. These declarations virtual and the operation in her even
allowed Isobar to win a prize Buzz marketing in 2012.
This year
Kassius meets the challenge with "
Kiss who you want "!
THE CONCEPT
The
idea is simple: the KISS CAM. You don't know it? It is true that the
concept is American but very nice. At half-time matches of
basketball (sneaker), hockey, a camera records the audience and when a man
and a woman appear close-up on the big screen of the
stage (stadium), they have to kiss each other.
Demonstration in video
When we know that even the couple Obama passed
there we find it less kitsch.
The brand was inspired by this phenomenon
and encourages Internet users to participate to the biggest
French Kiss event of the world via Instagram.
The competition is simple:
- We photograph our French Kiss
- We post the photo on Instagram
- We hashtag our photo with #jpgfrenchkiss
The competition takes
place until February 28th with as a bonus an exceptional romantic
evening offered by the brand.
In spite of the fact that we
could think of the brand did not stop in this simple game, I am now
going to speak to you about an operation which will last longer this year.
On the website of
the brand we discover in the navigation bar a suspicious tab: THE
GLORY WALL!
This wall is
going to be in red light during the whole year to glorify the fans the
most diligent of the brand. To participate it is necessary to have a twitter account. The principle of the game is simple : the Internet user has to share a maximum of Jean-Paul Gaulthier's content to climb
the levels and reach the summit of the wall "Orgasmic Relation"
WHY IS IT A SUCCESS ?
Last
year, Jean Paul Gaulthier's website reached 80 % of unique visitors and a
growth of 30 % of the traffic on the e-shop. More than 450 000 kisses have been shared in one week. As
the success often calls the success, the campaign was strongly released in the press, blogs and social networks. By
asking to its fans to interact and to represent in a way the
sulphurous spirit of this one, the brand creates an affect and encourages all
the more to participate. Moreover, Jean-Paul Gaulthier takes advantage of every annual event to make
live a digital experience to its Internet
users.
The
advent calendar with a JPG very hot!
The
secret of the success of the operations of the brand ? BREAK THE
CODES!
As he makes him for every Fashion Week by inviting
outstanding personalities with parade for him as Madonna, Farida
Khelfa, Grace (Favor) Jones, Beth Ditto, Arielle Dombasle, Mylène
Farmer, Carla Bruni, Dita von Teese..
So far, we count 219 kisses exchanged on instagram under the hastag
#jpgfrenchkiss. We are far from the record of last year, but it still lasts another 20 days to participate …
Do you remember Cassius, the musical duet which made the buzz with the clip « I love you so» ?
Today we shall not speak about them but about Kassius the communication agency. She allowed the brand Issey Miyake for the Launch in August, 2012 of the new international digital platform. A only interactive and poetic experience. An ode in the break and in the pondering which calls on to our senses to express all the emotion of perfumes Issey Miyake.
Issey Miyake is a visionary, always in search of the main part and of the invention. He draws his inspiration from the art, the architecture and the meetings. He associates, as person, tradition and avant-garde, sobriety and color, nature and sophistication, small business sector and high technology. Issey Miyake it is not a style but a real spirit of creation.
For the launch of its perfume Pleats Please, the brand imagined, with the digital agency, an operation allowing the Internet users and the mobile Internet users to send messages of happiness to their close relations all around the world.
In the continuity of its new digital platform, the luxury brand celebrates the release of its last fragrance through a participative application on the website or via the iPhone and iPad apps. This one invites to broadcast messages of enjoyment.
The principle: share a wink of eye, a love letter, an invitation or a feeling by writing a text. The experience is in three steps.
First step : The Internet user is invited to type a message of enjoyment or love. By bringing in the text, a dancer retranscribes every letter by movements and reveals the message entirely.
Second step : Thanks to the Google technology View, the Internet user seizes the address of a place in which he wishes to see his message appearing. Whole Le Monde opens to him to expose its enjoyment. His message exposes itself then on the place chooses
Last step : The Internet user is then brought to share his message with his friends on the social networks.
The experience increases with the mobile application and the reality increased which allows to see its message on the place where it was left.
